Search
engines play an important role for any successful
online business. It plays an important part for your
failure or success on internet. The position your website
appears in search engines is an important factor.
If you have achieved your site listing on the first
page of search engines then it is essential to keep
eye on same to maintain the same ranking. This means
you must come up with a strategy to monitor your search
engines positions. This strategy is crucial for the
success of any marketing campaign. Think of your search
engine positions as your online portfolio. Would you
let your stock portfolio be ruled by chance and market
fluctuations, or would you keep close tabs on your stocks
so you could buy and sell when the time is right? This
is the way you must consider your search engines positions.
Be aware that at first, after you have launched your
search engine campaign and done all the right things
to increase your rankings, you will most likely see
a continual upward climb. What you need to be on the
lookout for is the moment that upward climb reaches
a plateau. When this happens, your search engine position
campaign moves into stage two, the monitoring and protecting
stage.
In stage two, do not be concerned about the short-term
fluctuations in your positions. These are similar to
the subtle rising and falling of stocks in a portfolio.
Short-term movement is an integral part of the whole
process. It's the long-term changes that you must watch
for and prepare to act on immediately.
Analyzing the long-term trends of search engines
positions is imperative. The way in which search
engines rank websites may change at the drop of hat.
If you are unaware of these changes - many of which
are subtle yet can be deadly to your ranking - your
position may drop to the bottom of the list before you
can get your bearings. To prevent this kind of precipitous
drop, you must create a system to monitor your positions
on a monthly basis. Devise a chart to keep tabs on your
top ranking positions or your top pages, and make sure
to watch "the market" closely.
Each search engine uses a formula to compute website
rankings. When a search engine changes this formula
in any way, it may raise or lower your ranking. Some
search engines use a number of different formulas, rotating
them so that a formula doesn't become overused or outdated.
Depending on which formula is being applied, your
search engine position may
suddenly drop or rise in rank significantly. Therefore,
you must check your positions frequently in order to
catch when a search engine changes formulas and what
effect it has on your positions.
You must also deal with your competition - a crucial
factor you must always be vigilant about. Your competitor's
position may suddenly rise, automatically lowering your
position. Or their position may drop, pushing your position
higher. Each month, expect position changes due to the
continual changes that are occurring in your competitor's
position, and be prepared to adjust your marketing strategy
to compensate for decreased rankings. Monitoring these
fluctuations will also give you vital information about
how to improve your website to increase your position
in search results.
Of course, you must discern what the most popular search
engines are in order for your monitoring efforts to
be effective. Right now, there are ten popular search
engines that direct most of Internet traffic to your
sites. The challenge you face is that these top ten
may change from month to month.
This means that your must not only monitor your search
engine positions, but you must also keep track of the
ranking popularity of the search engines you are monitoring.
Find out which search engines people use most frequently
every month and be sure to live in the present!
People are fickle about their favorite search engines,
and it takes constant vigilance to follow their dalliances.
The search engines they loved when you first launched
your campaign may be old news in the next few months.
You must adjust your list of engines according to the
whims of the Internet users. Check out for a current list of website
favorites.
Another factor to monitor carefully is a sudden drop
of your positions in all search engines. This is not
the same as monthly fluctuations - this is a neon red
warning sign!
It could mean a number of different things. It all
your search engine positions have plummeted, it may
indicate that search engines spiders - those sneaky
programs that seek out your site and rank their positions
- have found some type of problem with your website.
If you have recently changed the code, for instance,
the spider may become utterly confused and consequently
drop your positions disastrously. If a spider creeps
up on your website when it is down for adjustments or
changes, you may actually disappear from a search engine
index entirely.
Or
A search engine may drastically change its formula,
and suddenly your entire website comes up as irrelevant.
If that search engine is a current favorite, it may
create a domino effect, causing all of your position
to drop in all search engines.
Some search engines rely on the results from other
search engines, and it is vital that you know which
engines these are and keep track of all the engines
they influence. The biggest problem here is that search
engines will sometimes change affiliations, and this
can create a major shift in the geography of the Internet.
For example, recently Yahoo decided to display only
results gleaned from Google. So you must not only monitor
your own positions, but you must keep abreast of seismic
shifts in the landscape of the Internet as a whole.
Finally, pay attention to your keywords. Keywords are
the foundation bricks of the entire search engine system,
and they demand individual scrutiny in your monitoring
efforts.
If you have found that a number of your positions have
plummeted, it may mean that a page of your website has
become invisible or inaccessible to search engine spiders.
Or the competition for that particular keyword or phrase
has recently rocketed into outer space. In either case,
you must act quickly and efficiently to regain lost
ground.
Your search engine marketing campaign is an investment.
It costs you time and money on a continual basis. Protect
this investment as diligently as you would your financial
portfolio. In the same way, track your positions from
an objective perspective, and monitor your positions
on a regular basis. Make sure your time and effort reap
rewards by keeping your eye on the big picture - your
long-term marketing campaign.
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